Coming out
There are few things that have shifted so dramatically in my lifetime as attitudes to sexuality. And while there’s a long way to go, and far too many people continue to face prejudice, the world my children are growing up in is so much more tolerant and welcoming of difference than the one in which I grew up. In this Pride Month, I want to say thanks to all the brave people who stood up proudly as themselves and have inspired others.
But this isn’t about that kind of coming out. I’m more literal: I mean coming out from behind my iPhone and MacBook – showing my face, talking to camera, becoming the face of Familiarize.
My job at bp was a bit like a kingmaker (or divamaker). I helped people who weren’t natural storytellers perform and inspire others. I would write speeches, scripts, articles, make videos and 3D models to make often quite technical things come alive. And I was Mr Showcase whenever we had investor or government visits.
But I was always behind the scenes. I used to say I was Alastair Campbell to various Tony Blairs (before this). And I liked it. I preferred to be creating platforms on which other people could perform.
The Face that launched…
But with Familiarize, there’s no-one else. If I don’t create and use a platform to tell people about Familiarize, who will? There’s no-one else to wheel out for the technical stuff.
And actually, being the face, rather than the man behind the face, was one of the reasons I wanted to start my own business. And to leave my friend’s startup, if you can remember that phase of Corporate Escapologist (just five weeks ago - already feels like five hundred).
But now I do. Sort of. An expert-subject-to-challenge. Mostly by myself, and pretty often by others.
But I’m building my trade fast, learning from mistakes, prepared to change course and offer different, better services. Last week my friend pointed me to a technique I’d heard of – Jobs to be done - but not bothered to study. This week I studied it. Next week I’ll be The Expert.
I’m beginning to understand that’s how it goes in startup life. And it’s liberating.
It’s all a front
A couple of decades in marketing taught me that people buy people and so I recognise how important I am to front this business. But a couple of decades behind the scenes makes becoming the frontman pretty terrifying. However, I’ve very (self-) consciously stepped into it.
Because wherever this journey leads I want it to be about my personal growth.
I want to banish the stupid lies I told myself about being Alastair Campbell and not having any expertise. And no-one wanting to listen to me.
So I decided that meant getting my face out on Instagram and LinkedIn, being open to Instagram Live, Podcasts, Panels, BBC Breakfast with Naga and Charlie.
Some of you may have seen my videos. I’d love to know what you think – please help me get better. My wife said “You are too close to the camera and you bark at the audience”. My professional film-maker friend said “You sound like you know what you’re doing but without forcing anything.” I prefer his feedback, but will try to sit back and calm down for the next one.
And I am determined to keep going, because one day, someone is going to say “I like what that guy talks about, I’m going to contact him”. And that’s how many businesses start.
Here’s a few tips to come out and be the face of your business:
If you’re not mad about video, try an audio recording – your voice brings so much more personality and connection than a text-based post.
Offer yourself up to talk to someone you like on Instagram Live or a podcast. I did one with Katie @productjungle – it was her first as host, my first ever; it was ropey but it got us started and we helped each other through it.
Commit to create something regularly that gets your face out there. I’m doing a video each week on a relevant topic, and posting it - no matter how much I fear feedback from experts - on Instagram and LinkedIn (the latter is much worse since easily half of my followers are bp people who may watch feeling sorry for me).
Experiment with different products and platforms. I’m not sure Instagram is right for me still, but it’s a pretty safe ground.
Think multimedia. Whenever I write anything or build a tool for Familiarize, what other ways can I promote this. Get into the habit of using video to talk about what you’re doing – we need to see your face!
A bonus tip this week. Don’t take yourself too seriously. I see some people on LinkedIn who look terrified, overly-earnest or just boring – remember you want people to think “They seem nice. They have something interesting to say. Maybe I’ll drop them a line”. It’s happened to me. Both ways.
I’m sure many of you share my morbid fear of exposing myself, looking ridiculous and facing criticism or challenge. But of course, it’s how we learn.
And as my good friend Tom told me this week “You have to be confident in your idea” and later the same day my new favourite author Suneel Gupta told me in Backable “Convince yourself first”. If you aren’t prepared to stand up and talk about what you believe in, why would anyone buy you or your product?
Because you know what? There might be a tiny part of you - like me - that starts to enjoy it.